Clocky

In: Business and Management

Submitted By jroh7
Words 737
Pages 3
ENTRE 555 | Clocky
October 5, 2015
Jeffrey Roh

1. What are the key marketing challenges facing Gauri Nanda? How would you prioritize them?

The key marketing challenges facing Gauri Nanda involved three separate and distinct factors:

a) The first involved the disparity in the exposure that her product received and the availability of the product itself. From a logistical perspective, the challenge for her was how to continue to generate buzz and interest in the product prior to the actual ability to develop, manufacture, market and sell the product.

b) The second factor involved whether or not to segment the market into the need market (those who need the product in order to address their sleeping disorder) versus the fun market (those who want the product for fun or pleasure). Each would have its own set of advantages and disadvantages.

c) Finally, third factor had to do with the potential danger of Clocky becoming a fad.

2. Nanda has several options for positioning Clocky. How would you segment the potential market for Clocky and which target segment should Nanda focus? Outline the value proposition appropriate for each target market segment.

Based on her own data,the largest segment of her target market were those in the two groups in the 26-45 year range. Nanda also realized that there was a correlation between age and % gifting. Personally, I would focus on the segment of this cohort that represented the sweet spot age range between 26-45 year olds who were looking to buy this as a product for themselves as a need-type of product, rather than a fun-type product. This would then reduce the likelihood that this would be a fad product.

3. Which of the positioning options are most feasible given the product development of Clocky to date and Nanda’s goals, resources and capabilities? Do you see the positioning of Clocky changing over time?

Nanda…...

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